Company reinvents the form of consuming organic product

The idea of two friends from school in Rio de Janeiro resulted in a lucrative business, after realizing that there was a "hole" in the chain between the consumer and the producer of natural and organic foods. Alexander Icaza was the one who came up with the idea, but who put it into practice was the current CEO of the company, Marcelo Schiaffino, kicking off a virtual supermarket called Organomix, which can be purchased differentiated products and pesticide-free.
"We observed that there was a difficulty to find organic foods and still enter them in our daily lives. Generally, we do not find all products in one place, because of the difficulties that producers have distribution, since 85% of them have family structure, without a proper infrastructure, "says Schiaffino.
From then on, decided to enter the e-commerce segment for easy purchase, without the consumer having to worry about not finding the product. After the commencement, in may 2012, the first step was to talk with local producers to reach an agreement about the best spot to be performed deliveries. So without logistical complexity, costs have decreased. "Consumers claimed much of the price of products in conventional supermarkets, which was high for being a chain with high cost and logistical supply being sprayed," says the entrepreneur.
"Based on our vast experience in e-commerce and logistics, we created the online supermarket with a mission to offer the farmer a profitable way to sell their products reaching an audience more distant and demonstrates an interest in healthy eating. In addition, we offer consumers the opportunity to find all items in one place, without leaving the comfort of your home, "says the CEO.
The service is similar to that of a Club of signatures. The client register and send by e-mail a list of products and the frequency for receiving. From that moment on, the virtual supermarket performs the purchase and delivery, according to the combined. In addition, deliveries are scheduled and take place from Tuesday to Saturday. In the case of fruits, vegetables and legumes, the delivery takes place the day after the purchase, on account of the products are perishable. Monday-Saturday are delivered the other natural products, which do not spoil as easily and do not need to be removed from the garden.
Given this, the success was immediate. From May to December, the company has grown over 400%. With the strong expansion in Rio de Janeiro, the Executive has plans to open a virtual supermarket that meets the region of São Paulo, with forecast of early in the second half. With regard to creating a physical store, it does not discard the initiative, but prefer to take a decision at a time.
To meet all the demand, the company has a distribution centre near the entrance to the city, to facilitate the logistics of the producer and be easily accessible to regions of higher demand, the South and West. In addition, a team of 10 people takes care only of part of the requests, so that the customer receives the item at the right day.
According to Schiaffino, the audience that uses the site consists of women between 35 and 45 years, with average spending of $ 150 per purchase, twice a month. However, the male audience is sticking to the idea and natural consumption every month. Each customer can choose a type of service that best suits you, as scheduling of delivery dates, choose to receive the same weekly or monthly food and choose whether to pay before or after you receive them. "Our aim is to blend comfort with quality", says the CEO.